What are qualitative knowledge?
"Qualitative knowledge" is a term that refers to information based on the opinions collected in the survey. This information contrasts with quantitative data, which is evidence based on facts that can be measured. Most of the analyzes and studies of consumer behavior include both to get a clear picture of the market. Qualitative knowledge is important for this mix because they show how customers think and feel about product, brand or situation. These feelings and thoughts are often reflected in action, so their understanding can help the company create consumer actions that they want and need.
Qualitative data and quantitative data may be difficult to recognize as they can be closely linked. For example, the survey may ask 70 customers to see a specific ad. If 35 says yes, the researcher can say that half of the respondents claim to have seen advertising. These are quantitative data because they are measurable.
The same survey may ask Thos who saw rI erase what he remembers. Some may remember the central message of advertising, some can remember a particular character or actor, and others can remember the music used in the ad. The researcher could also ask what the opponent liked for advertising and what she did not like. These are all qualitative knowledge. They tell researchers and companies what is most memorable about advertising and what people like.
Such a survey would probably move to perception -based data. For example, 35 people who have seen advertising may have asked whether their views on the company or the product have changed after the advertisement have changed. If ten people say their opinions are worse, it's quantitative. If the survey asks why, these answers would be considered qualitative knowledge.
Consumer action is one of the most important areas of any research survey because this is what liThey make inf.LUCES sales and profits for longer. For example, the survey may ask how many people bought the product in a given month. Then it could ask the buyer a set of qualitative questions, for example what factors contributed to the purchase decision, what they like about the product and how the product causes them to feel.
Business is not the only sector that uses qualitative research methods. Government and political studies are often trying to evoke qualitative knowledge. In addition, non -profit organizations use such knowledge to determine the best ways to send messages they want to hear.